Vol. XXIII, No. 3, March 2023

  1. Editor's corner
  2. 2023 forecast for the attractions industry
  3. Esports isn't living up to its hype
  4. The weekday daytime leisure economy
  5. How the young adult market will shift
  6. Pistachio is a recent flavor trend
  7. For young adults, owning a VR headset is as rare today as it was in 2018
  8. Have we returned to pre-pandemic normalcy?
  9. Long waits reduce revenues and profits
  10. Store vacancies open opportunities
  11. Covid-related popularity of pickleball may be faltering
  12. Why LBE models need to be different today
  13. Competitive socializing with soccer
  14. It's all about perceived value, not just price
  15. Births down not totally bad news
  16. Announcing Agritourism Today
  17. Surge pricing comes to bowling

[ Index of Previous eNewsletters ]

How the young adult market will shift

There are currently 84 million young adults ages 21-39, composed of both adult Gen Z and millennials. That young adult market is a primary target market for most community location-based entertainment venues. In 2021 the majority, three-quarters of 21- to 39-year-olds, are millennials. In five years, in 2028, that ratio will shift, with Gen Z becoming the majority of young adults at 57%.

The two generations are not identical in their values and preferences. As Gen Z grow in market share for the location-based entertainment industry, operators will need to shift many aspects of what they offer to make sure they appeal to Gen Z.

Additional reading

  • What is Gen Z? (including what is unique about them) by McKinsey & Company

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Vol. XXIII, No. 3, March 2023

  1. Editor's corner
  2. 2023 forecast for the attractions industry
  3. Esports isn't living up to its hype
  4. The weekday daytime leisure economy
  5. How the young adult market will shift
  6. Pistachio is a recent flavor trend
  7. For young adults, owning a VR headset is as rare today as it was in 2018
  8. Have we returned to pre-pandemic normalcy?
  9. Long waits reduce revenues and profits
  10. Store vacancies open opportunities
  11. Covid-related popularity of pickleball may be faltering
  12. Why LBE models need to be different today
  13. Competitive socializing with soccer
  14. It's all about perceived value, not just price
  15. Births down not totally bad news
  16. Announcing Agritourism Today
  17. Surge pricing comes to bowling

[ Index of Previous eNewsletters ]